To Choose Or Not to Choose: How Time Versus Money Impact Choice Deferral

Time and money abound in everyday marketing communications. In five experiments, we demonstrate that simply reminding consumers of time (vs. money) increases the extent that they defer to make a choice. We further show that this effect is driven by the enhanced need for more information triggered by time-related thoughts.


Han Gong and Jianxiong Huang (2019) ,"To Choose Or Not to Choose: How Time Versus Money Impact Choice Deferral", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 590-591.


Han Gong, Shanghai University of Finance and Economics, China
Jianxiong Huang, Nanjing University, China


NA - Advances in Consumer Research Volume 47 | 2019

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